New BMW Film From G&SP

Goodby Silverstein & Partners (GS&P)’s new creative duo Matt Edwards and Wes Phelan have produced a film for client BMW  that tells the story of Italian racing legend Alex Zanardi who last month who drove a specially-designed BMW in the Rolex 24 At Daytona race.

It was Zanardi’s first North American race since losing both of his legs in a horrific crash during a race in Germany in 2001.

The film explains how Zanardi found his prosthetic legs inadequate for endurance racing like the Rolex 24 At Daytona and tracks how BMW engineers developed a one-of-a-kind steering wheel that made steering, shifting and controlling the throttle possible using only his hands and a unique lever to break and downshift through turns. 

The film runs across BMW's social channels.



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